A Different Type Of Strategist

Zeus Jones are a new type of agency so as such do you need to be a new type of strategist to work there? Traditionally the three core skills of any strategist in the communications industry have been:

1. Business strategy
2. Brand strategy
3. Communications strategy

Adrian Ho of Zeus Jones suggests that the modern day strategist no longer needs to be an expert in communications strategy but in interaction strategy instead:

“Without question, the single biggest difference between the work we do at Zeus Jones and the work that we did previously is that we no longer think of it as communications. We don’t promise a communications effect to our clients (nor do they ask for one) and we aren’t held to overly-deterministic and artificial models for creating our work.

“So, as the chart above indicates, I’d replace communications strategy with a new #3:

“Interaction strategy: understanding the form and structure of interactions, the pragmatics of interactions, understanding human/computer interaction and usability.”